Overview
The Channel: Paid Social (B2B) report tracks Meta, TikTok and Pinterest performance for B2B clients, where success is measured in leads and pipeline rather than ecommerce revenue. Revenue and ROAS are left out of this version, so it focuses on conversions, CPA and landing page views. For revenue views, use the standard Channel: Paid Social report.
Integrations Required
Paid Media (eg. Meta Ads, TikTok Ads, Pinterest Ads, etc.)
Sections
Overview - KPI cards and trend lines for Impressions, CPM, Cost, Clicks, CPC, CTR, Marketing Conversions, Cost per Marketing Conversion, Marketing Conversion Rate and Landing Page Views (Meta Ads), compared with the prior period. This answers: "Are we generating more leads than last period?" and "Is our cost per conversion holding steady?"
Tactics - Marketing funnel stages compared on Conversions, Cost, Impressions, Clicks, CTR, CPC, CPM, CPA and CVR. This answers: "Which funnel stage delivers leads at the best CPA?" and "How should we split budget between prospecting and retargeting?"
Campaigns - Impressions, Clicks, Cost, CTR, CPC, CPM, Conversions, CVR and CPA by campaign. This answers: "Which campaigns should we scale?" and "Which campaigns are spending without converting?"
Creative - Clicks, Impressions, Cost, CTR, CPC, CPM, Conversions, CVR, CPA and Landing Page Views (Meta Ads) by ad. This answers: "Which creative drives the most conversions?" and "Which ads get clicks but fail to convert?"
